HTC stages free-fall fashion shoot

Smartphone designer, HTC, has challenged two amateur photographers to capture the world's first free fall fashion shoot on a mobile phone.

Created to launch the new HTC One series, the global campaign, part of HTC's new 'As Recommended By' marketing strategy, will run in over 40 markets and features Nick Jojola and Tony Mac, HTC fans who have a keen interest in photography.

Having never shot any commercial photography or sky dived before, the pair were challenged to capture high production fashion imagery on the HTC One handsets whilst freefalling at 126mph.

The campaign, which launches in the UK on 4 April, was devised and created by global advertising agency Mother in partnership with HTC. Filmed on location in Arizona, director Sara Dunlop from Rattling Stick Productions put together a team of people including skydiving cinematographer Norman Kent, world champion skydiver and model, Roberta Mancino, LA Times fashion stylist Hayley Atkins and Hollywood Costume Designer Martin Izquierdo to deliver this complex and demanding advertising creative.

Shot at dusk and dawn the jump is designed to bring to life the simultaneous video and photo capture functionality and instant capture capabilities of the new HTC One handsets. Both the HTC One X and HTC One S challenge traditional digital compact cameras by delivering a range of features including high quality images even in low light conditions, instant image capture, auto focus, burst mode and backlight HDR technology and the ability to take stills from already shot HD video footage that operate effectively in both normal and adverse conditions, HTC claimed.

Greg Fisher, vice president of marketing at HTC, commented: 'In a world where consumers have more say and more means to share their opinion than ever, personal recommendations are one of the most important factors in purchase decisions. As a brand that has also put the consumer at the heart of its innovation, we wanted to give consumers the chance to make their own minds up about HTC and so enabled them to harness the power of personal experiences with the aim of turning them into personal and authentic recommendations.'

The 'As Recommended By' strategy aims to capture and share recommendations to tell the HTC story which will be played out across all HTC communications. Product trial and previews will be a key component to drive and collect these recommendations with consumers in over 40 markets being invited to take part.

Over 1,000 handsets will be delivered to HTC fans, consumers and influencers for real-life trials ahead of retail launch. This will be activated through digital and PR with participants invited to share their experiences through social media, PR and word of mouth. This builds on HTC's existing social media activity with HTC fans invited to local market 'meet ups' to get hands on time with the new product early.

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